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Katie Williams

Can you imagine a world where informercials don't exist?

The co-founder and president of Ideal Living Katie Williams remembers. It's a lot like how the millennial generation recalls the beginning of Facebook and social networking before it took off. And much like social media, the impact that direct marketing has had on our cultural landscape and business world has been on a global scale. Tease at half hour blocks for the Snuggie all you want, but it works. We watch, we make fun of it, the word gets out there, and then we secretly call the number to order one because supplies are limited (limited!).

We recently got the chance to chat with Katie Williams as she gave us the scoop on her ERA Lifetime Achievement Award, humility, and why women shouldn't care about the glass ceilings.

Congratulations on winning the 2011 ERA Lifetime Achievement Award! Can you tell me about what ERA is?

Thank you! ERA stands for Electronic Retailing Association and they represent the leaders of direct to consumer marketing and commerce. It's a huge honor to get the award and very humbling. Past winners included Billy Mays and Ron Popeil so it was a surprise to me that I won!

You definitely deserved it, as your contributions to business have been incredible. You founded globally recognized DRTV company Williams Worldwide and now are co-founder and President of Ideal Living. Tell me about what Ideal Living does.

I run Ideal Living with co-founder, Peter Spiegel. We’re a leading multi-channel marketer that specializes in developing and marketing innovative products. Our products are sold under three brands, including Ideal Living™ consumer products, Envion™ home environment products and Therabotanics™ natural science-based supplements.

In February 2011 we launched the Ideal Living brand to better communicate our philosophy: “Better products for a better life.” Our products are sold on half-hour infomercials, with HSN and QVC, and in stores like Bed Bath & Beyond and Walmart. Our Envion™ products include an air purifer that is the number one selling air purifier at Walmart stores nationwide. In the next year, we want to continue expanding and building and growing our customer relationships.

Direct Response Marketing seems like such a niche field to me. How did you develop an interest within it?

I got into it in 1984 just as it was starting off. Before that, informercials didn't exist. I was actually working at a credit union at the time when I met Ed Beckley who knew me through a mutual friend. He wanted to hire me to work in TV and I told him, "You've got the wrong person!" I didn't have any experience at all, but I took the opportunity because it sounded like fun so we both worked together and the collaboration was a huge informercial success.